To increase new Card Member acquisition and drive value for Card Members redeeming benefits, the Ambassador program was restructured.

Diversifying the creators and focusing on integrating them into brand messaging and programming. The shift in strategy resulted in two awards and some of American Express's most effective programs to date. 

Example - American Express x NBA 2020

American Express’s role as an NBA sponsor was questioned amongst millennial and younger Card Member prospects.

Based on research, we identified that NBA streetwear culture was of major importance to target markets.

To create an authentic brand role benefitting Card Members American Express partnered with Complex at ComplexCon, offering exclusive opportunities and benefits only accessible with a card.

Later in the season, we tapped ambassador Don C at NBA All-Star Weekend to release a limited edition Air Force 1 exclusively available to Card Members.

Alongside the release, we created a speakeasy in Chicago for American Express’s B2B clientele highlighting the newly acquired Resy platform, Global Dining Collection pop-ups, professional development, networking, live chats with NBA legends and more.

Key Accounts: Platinum, Experiences (major music festivals, concert tours, sports moments), Shop Small, Green Launch, Pride, NBA, Collective, and Advisory Boards. 

Coverage

WSJ | WWD | Forbes | Billboard | Slam | Undefeated | Sneaker News

Strategy + Creative Lead - David Gill

Event Production - Momentum WW

Content - Day 1 Agency